Mediterranean Editors and Translators, 2018 Workshops, Milan, Italy
Transcreation: when simple translation is not enough
Michael Farrell sets about establishing what transcreation actually involves by analysing how it differs from other language services, such as localization and traditional translation, and provides a little background and history of the term. He then goes on to perform a Gedankenexperiment to look at what the layman, including potential clients, might think transcreation actually is. Primarily, however, the main purpose of the presentation is to unmask the closet transcreators among the attendees through a group therapy approach and encourage them to admit publicly to their repressed true nature in the interest of their health, well-being, and possibly even their bank balances.